{"id":7978,"date":"2020-04-14T09:14:08","date_gmt":"2020-04-14T15:14:08","guid":{"rendered":"https:\/\/www.zmetro.com\/?p=7978"},"modified":"2020-04-14T09:14:08","modified_gmt":"2020-04-14T15:14:08","slug":"how-people-read-online-new-and-old-findings","status":"publish","type":"post","link":"http:\/\/www.zmetro.com\/?p=7978","title":{"rendered":"How People Read Online: New and Old Findings"},"content":{"rendered":"

Kate Moran<\/a>:<\/p>\n

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The more things change, the more they stay the same. <\/p><\/blockquote>\n

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We recently published the 2nd<\/sup> edition of our How People Read Online<\/em> report<\/a><\/u>, almost 15 years after the 1st<\/sup>edition was published. Looking back over the findings from the 5 eyetracking studies conducted for these editions, we can trace how online reading behaviors have changed<\/strong> (or not).<\/strong><\/p><\/blockquote>\n

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We\u2019ve been saying this since 1997<\/a><\/u>: People rarely read online <\/strong>\u2014 they\u2019re far <\/span>more likely to scan<\/a><\/u> <\/span>than read word for word. That\u2019s one fundamental truth of online information-seeking behavior that hasn\u2019t changed in 23 years<\/strong> and which has substantial implications for how we create digital content.<\/p><\/blockquote>\n

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The reason why that finding (and others discussed here) is still true is because it\u2019s based on basic human behavior. Even though massive technology shifts have changed some behaviors, many of our original findings about how people read online remain true<\/strong>, even after 20+ years.<\/p><\/blockquote>\n

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Methodology: Eyetracking<\/p><\/blockquote>\n<\/h3>\n

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Eyetracking equipment tracks a user\u2019s gaze as she uses an interface. This type of research is valuable for many purposes (including evaluating visual design), but is particularly useful for studying what people do (and don\u2019t) read online.<\/p><\/blockquote>\n

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Most of the studies discussed below contained both a quantitative and a qualitative portion:<\/p><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Kate Moran: The more things change, the more they stay the same.  We recently published the 2nd edition of our How People Read Online report, almost 15 years after the 1stedition was published. Looking back over the findings from the 5 eyetracking studies conducted for these editions, we can trace how online reading behaviors have changed (or not). We\u2019ve been […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/7978"}],"collection":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7978"}],"version-history":[{"count":1,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/7978\/revisions"}],"predecessor-version":[{"id":7979,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=\/wp\/v2\/posts\/7978\/revisions\/7979"}],"wp:attachment":[{"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7978"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7978"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.zmetro.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7978"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}